Illustration: Sandra Kuan

Many applications using geolocalization are encountering some real successes in everyday life. From virtual car rentals and augmented reality apps to discover more about your surroundings to Foursquare (in the U.S.) and Jiepang (in China), the fans are proof it has a role.

Nevertheless, I am always surprised when I read studies or white papers that predict dates and the growth potential of “LBA” (Locations Based Advertising). A recent study by ABI Research, accurately entitled What’s NOT Going to Happen in 2011, examines why LBA will fall. I agree that neither 2011 nor 2012 will see a massive growth, however the idea that we will have to wait until 2015 to see a 15% growth in the mobile advertising market raised some concerns.

Do we really want our mobile devices to be flooded with adverting at every street corner? Do we want our fridge to notify us when tomatoes are on special at our local supermarket?

As our private lives become more public we need to err on the side of caution. These big ideas, that know our habits and daily routines, will dig deeper into our personal lives if we’re not careful.

I’d rather hedge my bet on the development of new services. Advertising will definitely have to surprise us more and reinvent itself towards digital utility. I’d like to see my favourite brands surprising me, offering up new services or extending existing ones and engaging with me on a greater level.

Do you react to those to-small-to-be-read banners anymore?

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Tags: Advertising, Geolocalization, Rentals

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